Mobile advertising firm Taptica has acquired Tremor Video’s demand-side platform built for video optimisation and attribution for $50 million.
Taptica said the deal would boost its presence in the US digital advertising market.
Tremor Video DSP will now operate as an independent division of Taptica and will be led by Tremor’s former President of Buyer Platforms Lauren Wiener.
Taptica Video’s other operations will remain a separate business.
"With this deal, Taptica strategically aligns complementary talent and expertise with Tremor's demand-side platform to create a powerful market force," said Taptica CEO Hagai Tal.
"Tremor Video's positive brand value and awareness in the U.S. will enhance Taptica's solution and market positioning.
“Additionally, Taptica has found itself perfectly positioned both geographically and culturally to bridge the East and West, and our extensive business relationships in the APAC region and beyond will allow us to grow Tremor Video DSP globally."
RBC Capital Markets acted as financial advisor for the deal, while Cooley LLP acted as legal advisor to Tremor Video.